There's a very obvious distinction between satire, I.E. imitating a public figure to make a joke about them, and using their likeness for marketing, I.E. making it seem as if that public figure endorses a product/service/etc.

One is legally protected free speech, the other is illegally misusing a person's likeness, and regardless of whether or not they are a celebrity should be protected against because it is deceptive to the public and violates the person's inherent right to control of their own likeness.

Regardless of your views on celebrity in general and the merit of famous figures in society, it's quite clear that this kind of AI mimicry needs to be stomped out fast and early, or else we will rapidly end up in a situation where shady scam artists and massive corporate interests will freely use AI zombies of popular personalities, living or dead, to hawk their wares with impunity.